14 minute read
MARKETING EXECUTIVE
Experience: 15 years of marketing and digital experience including: • developing marketing strategies • brand development • web development • social media strategies • email marketing • content marketing • inbound marketing • marketing campaigns • trade show & event coordination • program development • public relations
VANESSA GOODE
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DIGITAL DEVELOPMENT
DIGITAL MARKETING: • WEBSITE DEVELOPMENT • ECOMMERCE • SEARCH ENGINE OPTIMIZATION • SOCIAL MEDIA • E-MAIL MARKETING • CONTENT MARKETING • INBOUND MARKETING
Website Development
One of my greatest accomplishments was developing an online presence for Clinix.
The Content Management System Based website included such features as: • online appointment requests • event registration capabilities • online Nutri-Script Store • online forms • online bill pay
integrating a patient portal
eCommerce
The Nutri-Script eCommerce Store was integrated into the new Clinix website.
We partnered with Metagenics, our manufacturer whom privately labeled our Nutri-Script line of natural supplements.
Online Brand Development
Integrated a patient portal by a third party to have the same look and feel as the new website. Including a custom Clinix Patient Portal logo.
Content Writing & Development
I created all the content in a Q & A format.
I broke down the information on each subject/ page such as: • Benefits • Popular Questions with answers • Costs • How to schedule
This Q & A format provided patients with the information they needed and took out lots of confusion and cut down on staff time. Saving money, and utilizing staff for other duties.
E-MAIL MARKETING
CREATING AUDIENCE FOCUSED E-MAIL BLASTS UTILIZING A/B SUBJECT TESTING
E-mail Marketing –A / B Testing
We wanted to find out how to appeal to patients to participate in an on-site Advisory Council. We tried two different subject lines, one promoting the gifts received for joining, and the other stating that the patient’s opinion is valued.
We sent each to 20% of our patient base, and once the winning campaign subject was decided we sent that subject to the remaining 60%. The email was a success, we needed 10 patients, and had over 30 call to participate!
E-mail Marketing –A/B Testing
Subject line header winner: Your opinion is valued at Clinix!
Needed 10 patients, had a response from over 30. A/B Testing proved to be useful and successful in this marketing campaign.
SEARCH ENGINE OPTIMIZATION
GOOGLE ANALYTICS
Search Engine Optimization (S.E.O.)
My S.E.O. efforts proved to be beneficial as 61.8% of our website traffic comes from Organic Searches. Another 32.5% came from Direct sources and the majority of the remainder of our website traffic for this month came from Referral sites.
These SEO stats are for The Clinix Healing Center, the focus is patients in our area, with health insurance.
Search Engine Optimization (S.E.O.)
In one month we had 2,000 users on our website. • 1,745 were New Users • 6,151 Pageviews • 2.30 Pages per session • 2,677 Sessions • Average Session is almost 2 minutes
Search Engine Optimization (S.E.O)
The demographics are vital pieces of information for advertising and social media purposes. Main demographics are: • Age 25-44 • More Males than Females
RETAIL BRANDING, PACKAGING, & MERCHANDISING
ART DIRECTION & CONCEPTUALIZATION
Digital Retail Menu
Digital Menu automatically updated through a API integration with P.O.S. system
Specials updated per location through online Google Sheets.
Click image for demo.
Educational Brochure
Concept: Create an Educational Brochure which is company branded that correlates with packaging designs. This is great for tourists or beginners to Cannabis.
CPG Product Packaging
Concept: Create a Pre-Rolled Child-Resistant Joint Box, that aligns with brands Natural & Organic theme. Box is a Craft style recycled cardboard material
Product Packaging
Recreational Packaging
Product Packaging
Medical Packaging
Merchandise : Shirts
Creative Director for new merchandise to help increase brand loyalty & brand awareness. I conceptualized both designs featured.
Maggie’s Farm Festival Shirts
As part of my branding efforts. I had this specialty design created for the Maggie’s Farm Festival. It is featured on Men’s T-shirts & Women’s tank tops, which we sold at our Pinon location (where the festival was held). We also gave a shirt away to participants of the Car Show or PinUp contest to help increase brand awareness.
• Festivals • Tradeshows • Healthfairs • On-site events • Program development • Training • Pop-Ups • And more!
EVENT MANAGEMENT & LOGISTICS
EXCELLENT AT COORDINATING EVENTS… LARGE & SMALL!
Maggie’s Farm Festival
Maggie’s Farm had a new location at the Old Pinon Truck Stop near Pueblo, Colorado. This location included a massive concrete area next to the store location.
In 2019, Colorado Springs does not sell recreational use cannabis, so this location 20 minutes outside of C.S. was convenient and open till 11pm. My plan was to tap into the Colorado Springs market and expand the Maggie’s Farm brand name with a large festival in the summer to increase location awareness and become a household name in the Southern Colorado Region.
Maggie’s Farm Festival included:
21+ Cannabis Pavilion with over 20 Cannabis Vendors
Live Entertainment: 4 bands
Vintage Car Show
Food Trucks
Dozens of in-store specials that day by participating vendors
Strategic Partnerships
In order to make this festival successful and while maintaining a conservative budget. I established multiple strategic partnerships. For the Cannabis Pavilion, we had ”Sponsorship” level partners, they received their logo on all advertisements and a large booth at the festival.
Cannabis Sponsors paid $2,500 to participate and these strategic partnerships with several of the top Cannabis brands in the state helps to expand the festivals reach and to give credibility to the event.
Their logos were featured on print & social media ads, radio, and on festival videos.
Strategic Partnership: Nug Nation
By establishing a strategic partnership with Nug Nation, they created a element of fun and a large social media buzz about the Maggie’s Farm Festival.
This viral video was a huge hit for fans of the tv show, Nug Nation and amongst the Maggie’s Farm Marijuana audience base.
This partnership also included one of the tv show’s mascots at the festival at the selfie station.
Nug nation also broadcast live stories to their social media feeds as well as had a large table and presence at the festival.
Maggie’s Farm Festival -video
I hired a company called Puff Creative, to film and put together this brief recap video for social media purposes & for the Maggie’s Farm website, to showcase the event’s success. Song by: Reno Divorce, whom headlined the festival.
Maggie’s Farm Festival saw an increase in profits!
The event was a success!
We had over 50 vintage cars attend
Over 1,000 patrons at the event
AND it was the most profitable day that location had ever seen! ($35k)
Sales increased consistently by over 40% at this location following the festival! (Previous average sales $9k, after festival average sales were $16k)
Locals were still buzzing about the event months later
Costs were well worth the expenses:
Festival sponsorships & trades equaled $14,400
Festival costs: $16k, after sponsorships = $1,600
Festival day profits $35k
Event was highly profitable and worth the time and marketing efforts.
BRANDING A COMPANY
I HAVE AN ENTREPENUERIAL SPIRIT AND I OFTEN WORK WITH SMALL COMPANIES TO ESTABLISH A BRAND OR MAKE THEIR EXISITING BRAND MORE MARKETABLE, WHICH SOMETIMES ENTAILS RE-BRANDING A COMPANY.
RE-BRANDING
After new company ownership, Clinix wanted to re-brand and create a more contemporary look.
I created a Marketing Branding Proposal which included: • Changing the exterior office signage • Adding Branded Awnings • Changing the website • Re-branding all the online & inoffice marketing materials to match the new color scheme & logo.
RE-BRANDING
We rebranded everything including the Patient Portal.
We also added a new Patient Portal website including our new theme, signage, and colors.
RE-BRANDING
The new look included: • Changing the exterior office signage • Adding Branded Awnings • As well as painting all of the interior to match the new color scheme and logo
FASHION BRANDING
PHOTOSHOOT PRODUCTION MANAGEMENT
WEBSITE DEVELOPMENT
GRAPHIC DESIGN
Hair Accessory Flyer
• Hired the models & photographer • Oversaw the styling of the models hair, makeup, & wardrobe. • Assisted with the photoshoot to ensure the look and feeling of the photos would align with the brand image.
Designed, created, and laid out the flyer design.
Fashion Flyer
Creating a Brand
Website homepage to create a look & style to the clothing line.
For this project I worked with the clothing designer to come up with the look & style of the brand.
I hired the models, photographer, and oversaw the hair, makeup, and wardrobe styling, to ensure we got the correct look and feeling for the brand.
Creating a Brand
E-commerce Website with logo & tag line.
Creating a Brand
E-commerce Website with custom product options
Creating a Brand
Clothing Tag
Example: Clinix Bariatric Program
PROGRAM DEVELOPMENT & PROJECT MANAGEMENT
WORKING WITH A TEAM TO OUTLINE A PROJECTS NEEDS WHILE ADDRESSING PROGRAM REQUIREMENTS
The Problem : Bariatric Program
When I joined Clinix their Bariatric program was very confusing, lacked patient materials and consisted of only xeroxed copies of a weekly diet log.
Declining Patient Involvement
Outdated and undeveloped program materials and no inhouse promotions.
Financial
Patient Perspectve: No clear pricing.
Staff perspective: Unable to answer any questions regarding the program. Only the medical provider has program cost information.
Patient Relationship
The program lacked a written outline, meal plan, doctor/patient visit outline and a break down of medical costs.
Additional Cost
Goals
Patients were often confused to learn that they had to incur nutritional supplement costs on top of medical costs. Patients were often confused to learn that they had to incur nutritional supplement costs on top of medical costs .
Streamline program, increase patient involvement, widen program to include alternative providers..
Solution
Establish a program outline
I lead a team to come up with organizational processes, and to outline the program costs, benefits, and work to create a step- by-step easy to follow program outline.
Implementing
Once I developed all of the program marketing pieces, we launched the new “Transform Your Life” program.
Monetize
After the program launch, the revitalized new “Transform your Life” Weight Loss program was a huge patient success. Later we promoted patient success stories through social media & our website.
Working with multiple staff members, I was able to create and develop a whole program including a initial patient book, diet logs, additional forms, and then digitally marketed the program through email marketing, and on the Clinix CMS website. As well as on- site posters and flyers.
Transform Your Life Program Success
We had some really wonderful success stories, and utilized patient success stories into our social media and website campaigns.
MARKETING CAMPAIGNS
SPECIALIZES IN CREATING MARKETING CAMPAIGNS THAT HAVE A PARTICULAR BRAND AND LOOK ACROSS ALL PLATFORMS
PUBLISHED ADS
ART DIRECTOR & COPY WRITER FOR SENSI MAGAZINE AD & SOCIAL MEDIA AD
HOLIDAY SALE MARKETING CAMPAIGN
Social Media Post, Email Blast, Website Home Page & Article Page
Facebook Post: Combining the Pokemon craze with our new product launch
PRODUCT LAUNCH MARKETING CAMPAIGN
Social Media Post, Website Page & Product Label Design
WEBSITE DEVELOPMENT
CREATING FUNCTIONAL AND BENEFICIAL WEBSITES
Website Development
I’ve created websites and developed online branding for a variety of companies from everything ranging from healthcare, landscaping, music, to fashion retail websites.
Mobile Friendly Website
Skilled in all aspects of Digital Marketing; Web Development, eCommerce, Email Marketing, Web Optimization, SEO, SEM, Digital Illustration, Web Applications, Video Production, Marketing Collateral
Remarketing Tactics, Social media Funnel Marketing Ads -Facebook, Twitter, YouTube, Linkedin, Pinterest & Instagram
Superb Event, Workshop, Tradeshow and Webinar Director with an ability to organize all aspects
Wide knowledge of Advertising and Promotional Marketing strategies (Branding/Positioning/ Broadcast & Print)
Proven track record of excellence, dependability and Project Management/Organization skills
Published Writer for Promotional Marketing, Blogs, Web Content, Magazine Columnist for Music, Art, Tattoo & Fashion Magazines
Additional Areas of Interest: History, Animals, Music Industry & Art Industry Experience, Studied AutoCad at the Heritage School of Industrial Design
Qualifications:
Experienced Marketing Manager
THANK YOU
Vanessa Goode
+1 719.231.0647
vanessagoode@live.com
www.linkedin.com/in/denvervanessa
